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Researchers' introspection for multi-sited ethnographers: A xenoheteroglossic autoethnography

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  • Minowa, Yuko
  • Visconti, Luca M.
  • Maclaran, Pauline
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    Abstract

    While multi-sited ethnography has been gaining attention increasingly in consumer studies, the presence of geographically dispersed researchers from different cultural backgrounds poses methodological questions we are not fully equipped to handle. Relying on an extensive literature review and abductive reasoning originated by our investigation of desire and imagination in urban transformation, we propose xenoheteroglossic autoethnography (XHAE) as a form of ethnographically-driven introspection by researchers from multiple countries with diverse cultural backgrounds. Our method is discussed in terms of cultural entrée within and beyond the self, gathering and documenting data, analyzing and communicating data, and ensuring research trustworthiness. The current study helps position the technique beyond the epistemological and methodological disputes that have surrounded the use of introspection in consumer research, and researcher introspection in particular. We investigate how researcher introspection at the onset of and during multi-sited research projects can improve researchers' reflexivity and enhance multi-sited ethnography trustworthiness.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 65 (2012)
    Issue (Month): 4 ()
    Pages: 483-489

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    Handle: RePEc:eee:jbrese:v:65:y:2012:i:4:p:483-489

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    Web page: http://www.elsevier.com/locate/jbusres

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    Keywords: Researcher introspection; Multi-sited ethnography; Cross-cultural research; Xenoheteroglossic autoethnography; Research methodology;

    References

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    1. Gould, Stephen J, 1995. " Researcher Introspection as a Method in Consumer Research: Applications, Issues, and Implications: Comments," Journal of Consumer Research, University of Chicago Press, vol. 21(4), pages 719-22, March.
    2. Wallendorf, Melanie & Brucks, Merrie, 1993. " Introspection in Consumer Research: Implementation and Implications," Journal of Consumer Research, University of Chicago Press, vol. 20(3), pages 339-59, December.
    3. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    4. Dubois, Anna & Gadde, Lars-Erik, 2002. "Systematic combining: an abductive approach to case research," Journal of Business Research, Elsevier, vol. 55(7), pages 553-560, July.
    5. Belk, Russell W & Ger, Guliz & Askegaard, Soren, 2003. " The Fire of Desire: A Multisited Inquiry into Consumer Passion," Journal of Consumer Research, University of Chicago Press, vol. 30(3), pages 326-51, December.
    6. Dannie Kjeldgaard & Sren Askegaard, 2006. "The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference," Journal of Consumer Research, University of Chicago Press, vol. 33(2), pages 231-247, 07.
    7. Gould, Stephen J, 1991. " The Self-Manipulation of My Pervasive, Perceived Vital Energy through Product Use: An Introspective-Praxis Perspective," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 194-207, September.
    8. Levy, Sidney J, 1996. " Stalking the Amphisbaena," Journal of Consumer Research, University of Chicago Press, vol. 23(3), pages 163-76, December.
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